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Victoria’s Secret will change its name amid rebrand

Victoria's Secret will change its name amid rebrand

Victoria’s Secret — which has been aggressively overhauling its brand during the past year to appeal to a more diverse range of customers — likewise plans to tweak its name.

The lingerie giant said Monday it will be renamed Victoria’s Secret & Co. when it splits off from L Brands in August and becomes an independent, publicly-traded company.

The change comes amid a flurry of news around the quickly transforming business, which last week unveiled a new marketing campaign and collection — VS Collective — featuring seven women including soccer star, Megan Rapinoe, 17 year-old American skier, Eileen Gu and tech investor and actress Priyanka Chopra Jonas.

Its famous “Angels,” which over the years have included supermodels Heidi Klum, Tyra Banks and Gisele Bundchen, will be phased out of the company’s marketing after years of complaints that it excluded women with more natural looks and normal body types.

(L-R) Models Lily Aldridge, Karlie Kloss, Adriana Lima, Doutzen Kroes, Candice Swanepoel, and Behati Prinsloo walk the runway at the 2013 Victoria's Secret Fashion Show at Lexington Avenue Armory on November 13, 2013 in New York City.
(L-R) Models Lily Aldridge, Karlie Kloss, Adriana Lima, Doutzen Kroes, Candice Swanepoel, and Behati Prinsloo walk the runway at the 2013 Victoria’s Secret Fashion Show at Lexington Avenue Armory on Nov. 13, 2013 in New York City.
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The company also announced last week a new board of directors, of which six of the seven directors are women.

“This is an exciting time for all of us at Victoria’s Secret,” chief executive Martin Waters said in a statement. “The progress we have made over the last year underscores our commitment to driving profitable growth, creating new opportunities for our talented associates and evolving our brand and product to reflect the diverse experiences, passions and perspectives of our our customers.”

Victoria’s Secret & Co. also will encompass the company’s Pink brand — which is focused on teens and women in their twenties.

Victoria's secret logo
Victoria’s Secret stores in recent months have been improving their profitability by slashing costs and scaling back discounts on lingerie.
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L Brands also owns Bath & Body Works, which will become an independent company in August as well. Its name will remain the same.

The Ohio-based company founded by billionaire Les Wexner, which has also been boosting profits at Victoria’s Secret by slashing costs and scaling back discounts, has seen its stock surge 69 percent year to date versus an 11-percent increase in the S&P 500.

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Julia Mangels

Julia has handled various businesses throughout her career and has a deep domain knowledge. She founded Stock Market Pioneer in an attempt to bring the latest news to its readers. She is glued to the stock market most of the times and just loves being in touch with the developments in the business world.

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